Our Story / Amaia

Mother of three, Spanish married to a French husband and living in London for over 30 years, Amaia Arrieta left her career in International Finance to live her passion for children and fashion in 2004 and created Amaia. Since then she indulges in her love for prints, fabrics, colours and her dedication to children and family.
"When I was expecting my first child, I started to look for baby clothes, excited by this new adventure. I soon realised that beautiful, high quality, classic but reasonably priced outfits like in Spain were impossible to get in London! I truly thought there was a need for these beautifully handmade pieces.


From the beginning, I knew I wanted to support Spanish renowned traditions of sewing, to protect small family businesses and to promote this heritage of excellency. I personally know each talented seamstress who is behind each piece and that bond is priceless.

Being a Mum myself, my idea was to create a brand dedicated to families with elegant, refined, joyful, timeless yet easy to wear outfits for everyday and for every occasion and with matching outfits for siblings."

A strong believer in family, elegance, traditions and an admirer of the innocent and poetic world of childhood, Amaia Arrieta aims to incorporate her values and sources of inspiration from her own childhood and from her children to her brand.

A firm advocate and precursor of sustainability and slow fashion, she is a committed entrepreneur to a European sustainable production, to preserve family businesses, to perpetuate a beautiful heritage of sewing skills and traditional children fashion, to careful and wise production and to protect children’s happy childhood.